A beauty brand looking to reach Gen Z has hired TikTok star Sara Echeagaray

At the age of 21, Sara Echeagaray is carving out a sizable role for herself in the beauty industry. The versatile creator, who reaches 7.7 million followers with a mix of comedy, challenge, and lifestyle content, has been hired at the Estee Lauder-owned brand Too Faced.

As the first-ever Creative Director in Residence at Too Faced, Echeagaray will get a chance to weigh in with the brand’s product development team. She’ll also collab with Too Faced on photo shoots and social posts. She has shared collabs with the company in the past, and she returned to TikTok to celebrate her new gig with a glammed-up look.

@saraecheagaray Introducing you to the new Creative Director in Residence of Too Faced 🤭 @toofaced #toofaced #toofacedpartner ♬ original sound – sara

Echeagaray got her start on TikTok during her senior year of high school. She signed with talent agency WME at age 18 and has since taken advantage of several opportunities outside of social media. Most notably, she snagged a role on the Disney+ series Big Shot, which stars John Stamos. That experience has given her more opportunities to share her beauty routine with the world.

Though she might not seem like the most obvious fit for a role at a beauty brand, Echeagaray will provide an important service for her new employer. Like many other companies, Too Faced is hiring a TikTok star

in order to appeal to Gen Z.

“It just made a ton of sense to tap into somebody who we feel represents the brand well,” Too Faced Global Brand Prewsident Tara Simon told Glossy. “Too Faced is a serious makeup brand that knows how to have fun. We believe that makeup is power, and it gives people the freedom and self-confidence to express themselves. Sara fits into this brand ethos perfectly, thanks to her authentic, confident presence on social media and her bold approach to making a name for herself and expressing her point of view, all while having fun.”

Too Faced is in particular need of a reinvention. The 25-year-old brand made a name for itself with its popular mascara and lip gloss products, but its Co-Founders both departed last year. As it figures out what its next steps will look like, Too Faced is seeking guidance from a young tastemaker.

Echeagaray’s role will be a paid position. It will run through the end of the year.